Dongfeng Motors Profit Doubles Zhengzhou Nissan

In the past year, Zhengzhou Nissan has achieved a leap of 100,000 vehicles in the face of a serious shortage of production capacity, which has caught the attention of the industry. In early 2011, Zhengzhou Nissan announced that its new sales target for this year will be 132,000 vehicles. How will Zhengzhou Nissan achieve this new goal? Compared with its competitors, what opportunities and challenges will Zhengzhou Nissan face?

Annual sales of 100,000 vehicles

On January 19, Dongfeng Motor (stock code: 600006) announced that the net profit attributable to shareholders of listed companies in 2010 was increased by 80%-90%.

Subsequently, a securities company analyzed that with the rapid expansion of Zhengzhou Nissan, Zhengzhou Nissan Second Plant has been completed and put into production. The company's total production capacity in 2011 exceeded 200,000. The limited OEM orders from Dongfeng can not only quickly absorb new production capacity, but also contribute a stable income. The new vehicles such as Shuai Ke and NV200 have been listed on the market. The next two years will be the rapid growth of Zhengzhou Nissan. Therefore, the prospect of Zhengzhou Nissan, a subsidiary of Dongfeng Motor, is promising in 2011.

In fact, Zhengzhou Nissan has gradually become a concern. On December 28, 2010, Guo Zhenlu, general manager of Zhengzhou Nissan, personally announced the successful delivery of the 100,000th automobile in 2010. The delivery of tenth-thousand-thousand vehicles symbolizes that Zhengzhou Nissan has successfully taken the first step to challenge the “10·20” plan and achieved the goal of producing and selling 100,000 vehicles in 2010.

Last year, the total annual sales of Zhengzhou Nissan reached 101,000 units, with a growth rate of 78.6%. Among them, the combined sales of the superior models Pican Nissan and Dongfeng two brands exceeded 50,000, and the SUV sales also reached 12,000; The NV200, a pioneer in the car market based on vans, achieved more than 14,000 cars in less than half a year's time, surpassing Guo’s expectations, and won the 2010 Best CDV, CDV of the Year from the series of media. Awards such as models; In addition, the handsome customer who has been listed for one year also achieved 20,000 sales, and the advantages of CDV products have gradually appeared. In addition, the sales volume of Zhengzhou Nissan exceeded 10,000 units in the key sales areas of Guangdong Yunguichuan Sichuan, Zhejiang and Zhejiang.

Some media commented that the 100,000 mark was a breakthrough for a niche company that was still on the verge of 450,000 years ago. The transformation brought by Zhengzhou Nissan through product and marketing adjustments has made this enterprise that has been far away from people's eyes glow with new vitality.

Last year, Dongfeng Nissan's new customers and Qi Jun moved to Zhengzhou Nissan's second plant due to limited production capacity in Huadu. For a time, the future of Zhengzhou Nissan was divergent, all of which made Guo Zhenxuan and Zhengzhou Nissan an unprecedented target of media attention. The Renault-Nissan CEO Carlos Ghosn completed the inauguration ceremony of the second factory of Zhengzhou Nissan in September last year, and talked about the growth of Zhengzhou Nissan. It is of great significance to Nissan and Dongfeng, and has made Zhengzhou Nissan once again the focus of media attention. .

Ghosn said that due to the abundant production capacity of Zhengzhou Nissan's second plant, Zhengzhou will produce more abundant products in the future. For a time, the rumors that Zhengzhou Nissan was going to produce cars exploded.

In this regard, industry analysts believe that Zhengzhou Nissan is now included in the development of Dongfeng and Nissan, and its product line will also be planned together with Dongfeng and Nissan. Now the production capacity of both big groups is tight, and Zhengzhou has increasingly become an important automobile industry base. Zhengzhou Nissan's projects are also receiving much attention. Among the entire group, the position of Zhengzhou Nissan has become increasingly important.

However, as for the speculation that Zhengzhou Nissan will independently develop and produce cars, the industry believes that with the start-up of the second plant, Zhengzhou Nissan is expected to have a broader space under Dongfeng and Nissan’s two major shareholders, but it cannot develop independently into an independent company. Manufacturers. "Although Zhengzhou Nissan has the opportunity to win the production of cars, it is feared that the success rate will be low if one wants to get a brand to do it. In this regard, Zhengzhou Nissan needs a clear understanding."

“At present, the product line of Zhengzhou Nissan is a bit messy. MPVs, CDVs, and SUVs are all available. The introduction of light trucks last year, and now they are on the cars, there is a bit of disappointment.” The source said that although Zhengzhou’s daily production is good, Several SUVs, but not a good business, even if the market SUV hot, but Zhengzhou Nissan did not share a cup, but gradually submerged in the tide. As the first domestic automobile manufacturer that proposed the concept of SUV, Zhengzhou Nissan was the focus of attention in the former Dakar Stadium in Huangsha. Its main product, Paladin, was once regarded as the best off-road pronoun. However, with the maturity of the Chinese SUV market, Paladin's aura is gradually being flooded with new types of new off-road vehicles, Zhengzhou Nissan also will be quiet.

Lock the professional market

For Zhengzhou Nissan, rather than exhausting its energy to strive for a car, it is better to focus on one or two good products that are already on the market, so that the top three in the market segment are more sensible. Although the current NV200 and Shuaike are still small cars in the eyes of the public, the target users of NV200 and Shuaik are from the large group of rapid economic development. For this market's cultivation and growth, it is Zhengzhou Nissan that should be valued. of.

“Big customers' marketing methods cannot be used in individual marketing.” In fact, before the launch of the SQN NV200, Guo Zhenwei realized that in the past sales models based on large customers could not meet the demand for popular products, and marketing must Change to the "bulk + mass" direction. Therefore, at the business conference with the theme of "Challenge" at the end of 2009, Guo Zhenyu bluntly stated that the biggest challenge for Zhengzhou Nissan was the challenges faced by marketing and the entire enterprise system.

In the past two years, Guo Zhenyi also adjusted the sales department and provided standardized training for the sales and service of 4S stores. The concept of sales of passenger cars was implemented in dealers to change the thinking of dealers. Improving sales skills and accelerating the construction of outlets in second- and third-tier cities will allow dealers to adapt to two distinct consumer groups, large customers and mass customers. For example, for NV200 and Sapphire customers, organic integration of service and sales, including the management and supply of accessories, and specific maintenance of each closing customer's later period, require detailed services.

“Shuaik’s sales volume is more than 1.5 times that of the NV200. It is already quite good. We are optimistic about the CDV market. Now that the majority of consumers have not yet reached the NV200 consumption level, this will take time.” Guo Zhenlu believes that the auto market will fall in 2011. However, in the coming period, the demand for specialization in the LCV (light commercial vehicle) market will become stronger and stronger, and the ratio of market function expertise and high-end demand will increase. This market will not be affected by the fluctuation of the entire passenger vehicle market. Impact, this is the opportunity for Zhengzhou Nissan's future. This is the market that Zhengzhou Nissan wants to develop in depth at a time when there is no more popular introduction of passenger cars.

In early 2011, Zhengzhou Nissan announced this year's new sales target: 132,000 vehicles, and formulated 2011 will increase the value of network operations capabilities and services, while consolidating sales of bulk products, and promoting the rapid growth of sales of popular products, Achieve sales goals, and ultimately achieve an overall increase in the profit level of franchise stores.

Zhengzhou Nissan Chairman Zhu Fushou revealed that so far, Zhengzhou Nissan has planned six production platforms to be put into production. Eight models including the Sage and NV200 have been launched. Among them, several models with a tendency to become popular and have an annual sales volume of about 50,000 vehicles are used to help Zhengzhou Nissan achieve the goal of achieving 200,000 units in 2012.